What Guaw does

Guaw is a Spanish omnichannel pet supplies retailer operating both an e-commerce platform (guaw.com) and a network of 50+ physical retail stores distributed across Spain's major metropolitan areas, including more than 20 locations in the Madrid region, plus Barcelona, Valencia, Sevilla, Galicia, and other regions. The company serves Spanish pet owners with a comprehensive product range spanning premium pet foods (distributing brands including Royal Canin, Orijen, Acana, Farmina, Hills, and Purina Pro Plan), veterinary pharmacy products (gastrointestinal, renal, hepatic, dermatology, joint health, and other specialized treatments), antiparasitics, toys, accessories, cat litter, and supplies for other animals (rabbits, rodents, fish, reptiles, birds). Primary customer segments are dog and cat owners, with secondary segments including small-pet owners, owners seeking veterinary diets for pets with medical conditions, and animal shelters/rescue organizations receiving a 10% discount program.

The underlying technology stack consists of a proprietary e-commerce platform, native iOS and Android mobile applications, an integrated store locator system, and a subscription management system powering the Compra Recurrente program. Notable technical and service features include multi-carrier delivery integration across GLS, SEUR, and Paack (allowing customer carrier selection), Click & Collect with email notification and gift-with-purchase, multi-language storefront support (Spanish, French, Portuguese, Italian, Belgian), and omnichannel payment options including PayPal, Bizum, Apple Pay, Google Pay, Scalapay installments, and bank transfer. Customer service is delivered through 24/7 online chat, WhatsApp, phone support, and a dedicated veterinary consultation channel ([email protected]).

Guaw's business model combines transactional product sales across e-commerce and physical retail with subscription-based recurring revenue from Compra Recurrente (up to 20% discount on participating products, free shipping over €39, configurable scheduling) and mobile-app-driven retention (additional 2% discount). Pricing varies by category — premium pet foods at €40-100 per bag, treats at €1-20, toys at €2-15, veterinary supplements at €10-80 — with promotional levers including a 15% first-purchase newsletter discount, multi-unit (3x2) deals, and seasonal sales. The company is a subsidiary of Grupo Tansley, a diversified Spanish conglomerate that also operates Futbolemotion, Basketballemotion, Bookish, and Milbby, and is headquartered in Pozuelo de Alarcón, Madrid, with approximately 95 employees.

Name

Guaw

Legal name

Guaw S.L.

Website

https://guaw.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Guaw is a Spanish omnichannel pet supplies retailer operating an e-commerce platform and 50+ physical stores nationwide. It serves Spanish pet owners with premium pet foods, veterinary pharmacy products, toys, accessories, and supplies for dogs, cats, and other animals.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Other Health and Personal Care Retailers (45619)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

General Pet Supplies Retail (Multi-category) (CRALAHAA)

akta.pro secondary industries

Pet Supplies Omnichannel (CRAFAEAJ), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Food & Treats Retail (CRALAHAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Bird Supplies Retail (CRALAHAK)

Keywords

• Pet supplies retail
• Pet food distribution
• Veterinary pharmacy products
• Pet accessories and toys
• Pet subscription delivery

Headquarters

HQ city

Madrid, Madrid

HQ country

Spain

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales (E-commerce and Retail): Revenue generated from direct sale of pet food, accessories, toys, veterinary pharmacy products, and other pet supplies through guaw.com online store and 50+ physical retail locations across Spain. Products include premium pet foods (Royal Canin, Orijen, Acana, Farmina, Hills, Purina Pro Plan, etc.), toys, treats, health products, and grooming supplies.
2. Recurring Purchase Subscriptions (Compra Recurrente): Subscription program enabling automatic scheduled deliveries of regularly purchased products. Subscribers receive up to 20% discount on participating products. The service is free to join with no commitment, and customers can modify frequency, products, payment method, and delivery address.
3. Mobile App Sales: Revenue through proprietary iOS and Android mobile applications offering 2% additional discount for app users.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Guaw is a Spanish omnichannel pet supplies retailer selling food, accessories, toys, antiparasitics, and veterinary pharmacy products for dogs, cats, and other small animals (rabbits, rodents, fish, reptiles, birds) through its e-commerce site, mobile apps, and 50+ physical stores across Spain. The company offers premium pet food brands (Royal Canin, Orijen, Acana, Farmina, Hills, Purina Pro Plan), a veterinary pharmacy section, and complementary services including a recurring purchase subscription (Compra Recurrente) with up to 20% discount, Click & Collect pickup, and a veterinary consultation service. Target customers are Spanish pet owners, with a community program offering 10% off for animal shelters and rescue organizations.

Product overview

Guaw is an online pet supplies retailer operating both e-commerce and physical retail stores across Spain. The core offering consists of food (dry and wet) for dogs and cats from premium brands (Acana, Orijen, Farmina, Royal Canin, Hills, Purina Pro Plan), veterinary pharmacy products, antiparasitics, toys, accessories, and cat litter. The company operates on an omnichannel model with over 60 physical store locations throughout Spain. Supplementary services include a mobile app with exclusive discounts, a recurring purchase subscription program (Compra Recurrente) offering up to 20% discounts, and Click & Collect delivery to stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Food (Pienso para Perros) Dry and wet food for dogs including premium brands (Acana, Orijen, Farmina, Royal Canin, Hills, Purina Pro Plan), veterinary diets, grain-free options, and breed-specific formulas, sold via e-commerce, mobile app, and 50+ physical stores to Spanish dog owners.
• Cat Food (Comida para Gatos) Dry and wet food for cats including premium brands, sterilized-cat formulas, grain-free options, and veterinary diets, sold via e-commerce, mobile app, and physical stores to Spanish cat owners.
• Veterinary Pharmacy Products (Farmacia Veterinaria) Veterinary pharmaceutical and therapeutic products for dogs and cats including gastrointestinal, hepatic, renal, urinary, immunological, dermatological, dental, ocular, ear, cicatrizant, and neurological treatments, plus supplements and vitamins, sold to pet owners seeking solutions for pets with specific medical conditions.
• Antiparasitics (Antiparasitarios) Antiparasitic products for dogs and cats including collars, pipettes (spot-on), sprays, tablets, natural alternatives, and complementary home disinfection products.
• Pet Snacks and Treats (Golosinas y Premios) Dog and cat snacks including dental treats, natural snacks, biscuits, bones, light options, functional snacks, and training treats from various brands.
• Pet Toys (Juguetes) Toys for dogs and cats including ropes, latex toys, ECO toys, interactive toys, launch toys, chew toys, balls, plush toys, and cooling toys from brands such as Kong, Pawise, and Trixie.
• Pet Accessories (Accesorios) Pet accessories including collars, beds, feeders and waterers, travel accessories, scratchers for cats, cat doors, and walking and travel gear.
• Cat Litter (Arenas para Gatos) Cat litter products including clumping litter and specialized variants, sold to cat owners through all Guaw channels.
• Products for Other Animals (Rabbits, Rodents, Fish, Reptiles, Birds) Specialized food, habitat/cage supplies, and hygiene products for rabbits, rodents, fish, reptiles, and birds offered to owners of small and exotic pets.
• Compra Recurrente (Recurring Purchase Subscription) Subscription program that schedules automatic recurring deliveries of regularly purchased pet supplies with up to 20% discount on participating products, free to join with no commitment, configurable frequency, products, payment method, and delivery address.
• Guaw Mobile App (iOS and Android) Proprietary mobile application available on iOS App Store and Google Play Store providing full Guaw store functionality and an additional 2% discount on purchases for app users.
• Click & Collect (Store Pickup Service) Buy-online-pick-up-in-store service allowing customers to order online and collect purchases at any of 50+ Guaw physical stores, with free shipping on orders over €19 and a small gift included with pickup.
• Veterinary Consultation Service Consultation service offering professional veterinary guidance on pet nutrition, health, and product selection, available to Guaw customers via email ([email protected]), WhatsApp, and phone.
• Protectoras Program (Animal Shelter Discount Program) Discount program offering 10% off pet supplies for animal shelters and rescue organizations (Protectoras) in Spain, supporting community animal welfare efforts.

Quantifiable outcome

• Free shipping on orders over €39
• +5 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Grupo TansleycoreOthersGuaw is part of Grupo Tansley, a parent company that also operates other e-commerce businesses including Futbolemotion (football merchandise), Basketballemotion (basketball merchandise), Bookish (books), and Milbby (cosmetics and personal care). This corporate grouping provides potential cross-selling opportunities and shared resources.
• Just EatminorChannel Partner/ Reseller/ DistributorGuaw products are available for purchase through the Just Eat platform, extending distribution reach to Just Eat's customer base and leveraging their delivery infrastructure for rapid fulfillment.
• GLS (General Logistics Systems)coreImplementation/ SI/ Consulting PartnerPrimary shipping carrier for home delivery and PUDO shipments within Spain. Part of Guaw's multi-carrier delivery network.
• SEURcoreImplementation/ SI/ Consulting PartnerSecondary shipping carrier for home delivery and PUDO shipments within Spain. Part of Guaw's multi-carrier delivery network.
• PaackcoreImplementation/ SI/ Consulting PartnerTertiary shipping carrier for home delivery and PUDO shipments within Spain. Part of Guaw's multi-carrier delivery network offering customers carrier choice.
• Premium Pet Food Brands (Royal Canin, Orijen, Acana, Farmina, Hills, Purina Pro Plan, etc.)coreOthersGuaw distributes products from major premium pet food brands including Royal Canin, Orijen, Acana, Farmina, Hills, Purina Pro Plan, Nature's Variety, Ownat, Real Nature, Advance, Honest Roots, and others. These partnerships provide the core product assortment.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Petco: Large US pet retailer combining physical stores, e-commerce, veterinary services, and subscription programs. Comparable to Guaw's omnichannel pet retail model and pharmacy/health offering, though operates primarily in the US market.
• Pets at Home: UK-listed omnichannel pet retailer with stores, vet services, and subscription programs. Comparable to Guaw in its omnichannel model, premium product positioning, and recurring subscription strategy, though operating at much larger scale in the UK market.
• Amazon: Largest e-commerce platform in Spain with growing pet supplies category. Indirect competitor that pressures Guaw on price, assortment breadth, and delivery speed, though lacks pet-specialist expertise and curated content.

Direct peers

• Zooplus: Leading pan-European online pet supplies retailer operating across multiple European markets including Spain. Direct competitor in the online pet food and accessories category, with similar SKU breadth and subscription offerings.
• Kiwoko: Major Spanish pet retail chain with both physical stores and e-commerce operations, owned by Iskay Pet. Competes directly with Guaw across product categories including dog/cat food, accessories, and veterinary products.
• Tiendanimal: Largest online pet retailer in Spain, offering food, accessories, and veterinary products for dogs, cats, and other animals. Closest direct competitor to Guaw in the Spanish omnichannel pet retail space, with similar product breadth and target customer base.
• Miscota: Spanish online pet retailer with broad assortment of pet food, accessories, and health products. Direct competitor to Guaw in the Spanish online pet supply market, with similar product categories and subscription offerings.

Regional players

• Animal Natura: Spanish pet retailer with online and physical presence offering natural and premium pet food brands. Overlaps with Guaw in premium pet food positioning and Spanish market focus, though smaller scale.
• Maxi Zoo: European pet retail chain present in Spain, owned by Fressnapf. Competes with Guaw in physical pet retail and offers similar product categories, though with a stronger store-based model and different brand portfolio.

Emerging players

• Chewy: US-based online pet retailer with subscription autoship program and broad assortment including pharmacy and vet diet offerings. Directly comparable to Guaw's e-commerce + subscription model, but US-focused and significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/guaw_es
• LinkedInlinkedin.com/company/guaw-es

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Guaw